Detroitissimi Experiential Design

The Ultimate Showcase of Detroit Style, Swagger and Innovation On The World Fashion Stage

Pitti Uomo is Italy’s premier menswear trade show, where established and up-and-coming designer and fashion brands show their latest creations and spirit to global buyers. For the June 2023 and January 2024 the Michigan Economic Development Council (MEDC) were invited to bring Michigan and Detroit fashion brands to this international event. We were honored to be chosen through a bidding process organized by Design Core Detroit.

Branding Website Design Experiential Design Exhibit Design

Octane Design was selected from a pool of several firms to spearhead this groundbreaking collaboration’s brand identity, exhibition design, and head-turning on-site activations.

We stepped up with a bold celebration of Detroit’s creative spirit, putting the D in the spotlight on the international fashion stage with several up-and-coming and established Detroit fashion brands, three powerful collaboration partners, over two consecutive years.

 

Challenge: Put the world on notice — Detroit swagger, style and innovation is always in fashion


Design Core Detroit presented Octane with an ambitious brief: represent Detroit and Michigan’s design ecosystem at Pitti Uomo, one of the world’s most prestigious fashion events.

The Pitti Uomo exhibit wasn’t just to display clothing, but to construct a holistic brand experience that would communicate Detroit’s innovative design culture. Specifically:

  • Showcase multiple Michigan-based fashion and design brands
  • Create a cohesive visual identity that could translate across different mediums
  • Design an exhibition space that was functionally precise, artistically compelling and highlighted each brand’s unique offerings
  • Develop marketing materials that would intrigue international press and attendees
  • Get people to the booth
  • Establish a memorable presence that would elevate Detroit and Michigan’s design reputation on a global stage

The project required meticulous coordination, understanding of international design standards, and a creative approach that could bridge Detroit’s industrial heritage with contemporary fashion sensibilities.

Big challenge? No problem.

Strategy: How We Brought Detroitissimi to the World


For many attendees, this would be their first exposure to Detroit and we had to get it right — not only for our reputation, but as ambassadors representing Detroit and each of the fashion designer’s brands. Our 360 approach was driven by a linguistic North Star – Detroitissimi, meaning “the ultimate Detroit.” This rallying theme became a strategic element woven into every executional element harkening Italian linguistic flair to position Detroit as a world-class design destination.

This unique approach helped bridge cultural gaps while maintaining the authentic spirit of Detroit craftsmanship, creating a successful showcase of Michigan’s design talent on the global stage.

The branding expression and typography merged Italian fashion panache with Formula 1 energy, celebrating Detroit’s automotive and design heritage through a sophisticated yet playful lens.

Our comprehensive strategy embraced simplicity, modernism, and human connection through art and design.

Key to this visual expression was the choice to collaborate with Detroit artist Mike Han. We were thrilled to collaborate with Han to bring his distinctive, bold style to the live activation. His real time mural creation incorporating bold lines and visual themes helped create a singular experience, creating visual connections to Detroitissimi’s community-driven spirit.



The development process included creating a distinctly Detroit vibe with bilingual communications, detailed exhibition design, live mural painting, and extensive promotional materials. We collaborated with Italian fabricator RB Creative and local artist Mike Han to bring the vision to life.

Key elements of execution included:

  • Developing a cohesive visual language across all platforms
  • Crafting detailed exhibition layouts and brand presentations
  • Producing VIP materials and event collateral
  • Creating a project website and promotional video
  • Managing on-site fabrication in Florence
  • Collaborating with Mike Han to create a unique interior design and live painting activation

Result: Turning heads and changing perceptions


The Detroitissimi exhibit at Pitti Uomo became a landmark moment for Michigan design, generating significant international interest and a positive reception.

Eight Michigan brands, each as distinct as a Motown melody, came together to show Florence what Detroit design is made of.  From Boswell Millinery’s head-turning hats to Detroit Denim’s handcrafted blues, these makers brought Detroit’s DNA to the global street. And Michigan outdoor brands like Stormy Kromer and High’s Adventure Gear proved that distinctive design, pro grade function and world-class manufacturing can bring style to the toughest working conditions.

From the College for Creative Studies students reimagining Carhartt classics to Deviate’s bespoke sustainable textiles and artistry,  Detroitissimi wrote a new chapter in Motor City’s story – one stitch at a time.

Detroitissimi Website

The video documentation and website became powerful tools for ongoing promotion, extending the project’s impact beyond the physical exhibition. Brands like Boswell Millinery, Detroit Denim, and others gained unprecedented international exposure.

Most importantly, Detroitissimi transformed how global design professionals viewed Detroit—no longer just an automotive city, but a vibrant hub of creative innovation.

 #PureOpportunity #DetroitFashion #MichiganFashion #PittiUomo #Detroitissimi

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